Internet advertising and e-commerce technology provider BlueStreak.com launched RichMail, an
extension of its E*Banner and On-The-Fly offerings to the e-mail marketing
universe.
The application allows merchants and agencies to capitalize on rich media and
transactions in their e-mail campaigns, pushing personalized, interactive
offers directly to the user’s desktop.
Recipients can evaluate offers and
complete transactions directly within the e-mail, without needing to launch a
browser and click-through to a Web site.
RichMail is designed for online direct marketing agencies or merchants with
in-house e-mail marketing infrastructure, who execute e-mail marketing
campaigns and manage address lists for their clients.
RichMail uses Java microapplets that let merchants get detailed reports on
how many e-mail messages were actually opened and how the viewer interacted
with the ad.
RichMail campaigns begin with content generated by an agency or an
advertiser’s internal creative department, using BlueStreak.com’s E*Banner
and On-The-Fly.
Advertisers can also incorporate package components, called
ActionPaks, into the e-mail ads to deliver extra capabilities such as
streaming audio, e-commerce, information exchange, etc.
Using an e-mail distribution service, merchants can target the recipients of
the ads with an e-mail message containing a snippet of HTML code. Once the
recipient has opened the mail, the e-mail calls the server and the ad loads,
delivering it in real-time.
RichMail pricing varies by campaign, based on a CPM rate depending on volume;
transactional RichMail typically has part of the pricing based on
performance, the company said.
Separately, BlueStreak said that AT&T has chosen BlueStreak.com as a
rich-media partner and will use its online advertising rich-media technology
to create 12 campaigns that combine electronic commerce, interactive
information exchange and online banners.
Spending was not disclosed, but the
deal represents 300 million impressions served over a six-month period.
BlueStreak.com will serve the banners to current AT&T Web partners sites.
AT&T joins Pfizer, Onsale, Ford Motor Co. and others as BlueStreak.com
customers.